Levi's
The Perfect Fit: Levi’s Doubles Engagement with First Product Strategy on Snapchat
Eager to boost awareness and drive traffic in France, Levi’s collaborated with Snapchat for a seasonal campaign that proved the power of incorporating Snap’s First Products in high-stakes commercial strategies.
thanks to First Products 1
for First Products & Traffic campaign vs. Traffic only 1
with a First Product 1
"A campaign we are proud of, showcasing how smartly orchestrated media innovation can both strengthen brand equity and drive real business impact. By leveraging the power of Snapchat's immersive formats, and through the close collaboration between Levi's, Snap and IPG Mediabrands, we were able to significantly increase awareness among our target audiences as well as their engagement."
- Ludovic SILVA, Managing Director Kinesso (IPG Mediabrands)
Blending Style and Strategy
Established almost 200 years ago, Levi’s remains a timeless brand. Trading in more than 100 countries worldwide, its popularity transcends cultures and generations. However, coasting on that reputation isn’t an option. Committed to constant improvement, Levi’s wanted to boost awareness and drive traffic in France – and that’s why it turned to Snapchat.
Finding a ‘Fit with Snapchat
To achieve its aims over the holiday season, Levi’s blended traffic campaigns with First Products on Snapchat, which meant the brand secured ownership over the first ad experience its target consumers would see.
Leveraging a First Commercial and a First Lens, the brand combined the power of its heritage status with Snap’s innovative approach over the course of the six-week campaign. The brand’s Commercials reminded consumers of its iconic reputation with ‘A Timeless Gift’ messaging, while its AR Lenses gave Snapchatters a chance to ‘wear’ its latest range before purchasing.
Designed for Success
The Levi’s campaign, which ran during a notoriously competitive time in the commercial calendar, was a huge success. The brand reached 5.7M Snapchatters 1, and drove an incremental reach of 3.7M thanks to First Products 1. It not only maximized visibility but also fostered higher engagement, increased ad awareness and boosted action intent among consumers.
It was established that the brand’s engagement doubled when a Snapchatter was exposed to both First Products and traffic campaigns, compared to a traffic-only campaign. Levi’s also achieved +4pts increase in action intent and +6pts increase in ad awareness when adding a First Product 1.
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